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تأثیر شبکه های اجتماعی در بهبود وفاداری و ارتباط مشتریـ برند (مطالعۀ موردی: برند لپتاپ) | ||
مدیریت بازرگانی | ||
مقاله 7، دوره 8، شماره 3، 1395، صفحه 587-606 اصل مقاله (464.18 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2016.60629 | ||
نویسنده | ||
طاهر روشندل اربطانی* | ||
استاد مدیریت رسانه، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران | ||
چکیده | ||
برند از مهمترین داراییهای نامشهود سازمانها محسوب میشود. توسعۀ ارتباط بین مشتری و برند، تبدلی به یکی از مهمترین راهبردهای سازمانهاست که نتایج مؤثری را برای آنها به ارمغان میآورد. هدف از این تحقیق بررسی نقش و تأثیر وبسایتهای اجتماعی بر توسعۀ روابط مشتری و برند در شرکتهای فعال در عرصۀ فروش لپتاپ و تجهیزات کامپیوتری در شهر تهران است. این تحقیق از نوع پیمایشی است که دادههای مورد نیاز برای انجام تحلیل بهکمک توزیع و جمعآوری 127 پرسشنامه بهدست آمد. این تحقیق براساس معادلات ساختاری و با تکنیک حداقل مربعات جزئی آزمون و تجزیه و تحلیل شده است. یافتههای تحقیق بیانکنندۀ وجود تأثیر مثبت وبسایتها بر افزایش اعتماد و وفاداری به برند از سوی مشتری است. بنابراین، ایجاد اجتماعاتی برای برند در اولویت فعالیتهای بازاریابی قرار میگیرد. ایجاد و توسعۀ ارتباط نزدیک، قوی و پایدار با مشتری نیز از اولویتهای این برنامهها خواهد بود که میتواند به وفاداری و بهبود کیفیت برند کمک شایانی کند. | ||
کلیدواژهها | ||
اجتماعات برند؛ بازاریابی رابطهای؛ رسانههای اجتماعی؛ وفاداری به برند | ||
عنوان مقاله [English] | ||
Role of social networks websites in improvement of customer relationship and brand | ||
نویسندگان [English] | ||
Taher Roshandel Arbatani | ||
چکیده [English] | ||
Brand has been considered as one of the most important intangible assets of organizations. Development of relationship between customer and brand has transformed to one of the most important strategies of the organizations which raise effective results for them. This research intends to examine role and effect of social websites on development of customer relationship and brand in firms listed in computer equipment and laptop sale across Tehran. There are 11 hypotheses in the present research which the required data were collected from sample size (127) using questionnaire. This research has been conducted using structural equations and analyzed using partial least squares regression. Findings of research indicate positive effect of websites on increasing trust and loyalty to brand by customer. Hence, creation of communities for brand is given the priority in marketing activities. Creation and development of close, strong and stable relationship with customer will be among the priorities of these programs that can assist for improvement and loyalty of brand quality. | ||
کلیدواژهها [English] | ||
brand communities, Brand Loyalty, Relationship marketing, Social media | ||
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